Personalizacija predsedniške volilne kampanje 2017 na Twitterju

Diplomsko delo obravnava personalizacijo na primeru uporabe socialnega omrežja Twitter med predsedniško volilno kampanjo leta 2017. Prvi del teoretično opredeli politično personalizacijo, ki presega prikazovanje sfere zasebnega, gre namreč za strateški način predstavitve in podajanja informacij, ki personalizirajo. Z razvojem novih tehnologij se je fenomen uveljavil tudi na sodobnih medijskih platformah. Med najbolj odmevnimi je Twitter, ki je s svojimi funkcionalnostmi postal pomembno politično orodje interaktivne, svobodne in nenadzorovane komunikacije. V drugem delu zasledujem prisotnost personalizacije v spletnih kampanjah na Twitter profilih predsedniških kandidatov Boruta Pahorja in Marjana Šarca. Zanimalo me je, v kakšni meri in kako je bila izrabljena interaktivnost spletnega orodja Twitter, kakšno samopodobo sta kandidata med predsedniško kampanjo kazala javnosti in na kakšen način sta jo gradila. Iz zbranih objav obeh kandidatov sem ugotovila, da je bila večina objav opremljenih z interaktivnimi sredstvi, a komunikacija ni bila dialoška z volilnim telesom. V enosmerni in samopromocijsko naravnani spletni komunikaciji je bilo moč zaznati vzorce personalizacije. This paper examines personalisation used on the Twitter social network during the 2017 presidential election campaign. The theoretical part defines political personalisation, which not only depicts private life, but also acts as a strategic tool to provide and present personalising information. The development of new technologies enabled the use of personalisation on modern media platforms. One of the most popular social networks is Twitter, whose functionalities act as an important political tool in interactive, free and uncontrolled communication. In the second part of the paper, I study the use of personalisation in online campaigns on Twitter profiles of two presidential candidates, Borut Pahor and Marjan Šarec. I wanted to determine to what extent and in what way the interactivity of Twitter as an online tool was used. I was also interested in the degree of self-esteem portrayed by the candidates in their tweets during the presidential campaign and how their self-esteem was built. Based on the collected tweets of both candidates, I determined that most of the tweets included interactive elements, yet the communication did not encourage dialogue with the electorate. Patterns of personalisation were observed in one-way and self-promoting online communication.